> Can they empower regular people to own their data

Unless they make their software fully open and make the devices hackable, no.

I'm glad to pay for cloud hosting because at least I know my money is getting me some degree of service in return. The risk that my iCloud data will be lost in the next five years is very low. The risk that this company will disappear in the next five years and I've got a $500 paperweight is exceedingly high.